Friday

Promotional Campaign: Eichborn

Is this a red flag for PETA or a unique promotional campaign? Curious crowds at the Frankfurt Book Fair suggest the latter. Equipped with red promotional banners attached by wax strings, flies were set free in the convention to create buzz for the German publishing house Eichborn. Unsuspecting book goers were greeted by these little creatures along with a brand message; a message that would have gone nearly unnoticed had it been in the form of a traditional, oversized banner flying above the booth. Whether or not the significance of insect rights lingered in the back of apprehensive consumer minds, traffic was driven to Eichborn and its products. At the end of the day one thing may have been missing; a strategic partnership with an electric fly swatter company.